Mu Weisong

Assessing the table grape supply chain performance in China – a value chain analysis perspective

Purpose – The purpose of this paper is to understand the cost-benefits, financial performance and relationships of the key actors in the table grape supply chain by using value chain analysis method. Design/methodology/approach – This study presents the result of analysis on financial performance of key actors in three table grape supply chains and the relationship among them using value chain analysis. The table grape supply chain was analyzed using data collected from a field survey in five regions of China. The key actors of these chains were interviewed. The costs, benefits, operational and financial performance of supply chain actors were analyzed. Findings – The results show that, despite receiving the highest proportion of total net profit and making the highest value creation, vinegrowers are facing fluctuant and uncertain commercial returns due to the production and market risks, fluctuation of farm-gate price and the buyer dominant relationship with wholesalers. Moreover, although it is profitab...

Chinese consumers’ behavior and preference to table grapes

Purpose – The purpose of this paper is to analyze and identify Chinese consumers’ behavior and preference characters toward table grapes, especially to explore the variance of consumption preference in recent five years. Design/methodology/approach – Two representative China-wide questionnaire surveys were conducted by face-to-face and online questionnaire survey, respectively, in 2009 and 2014. Comparative study was adopted to dig the changes of consumers’ preferences and habits. ANOVA was adopted to explore the statistically difference among consumers’ behavior and preferences. Findings – The results indicate that Chinese consumers are rational-motivation-driven grape consumers, they prefer to sweet taste, seedless and medium priced grapes. Safety and quality characters (clean appearance, freshness and taste) were ranked as the most important grape attributes. As a whole, it was found that consumers are more quality-focussed and safety-conscious five years later, so some variances was showed in their pu...

A structural model for analysis of fruit supply and demand applied to grapes in China

Abstract A structural model for fruit supply and demand was established based on the economic anticipation theory and a hypothesis of fruit producer input behaviour under risk conditions. The model invokes the partial adjustment hypothesis and uses a deductive method. It can be used for quantitative analysis of the relationship between fruit supply and demand, and the main factors which impact on fruit supply, demand and price. Taking grapes as an example, the model was set up using the classic method of establishing an econometric model. The relationship between grape supply, price and demand in China is analysed and the main factors which impact supply and demand identified and quantified. The results show that supply, price and demand for grapes have significant connections with their status in the previous production cycle. The price of substitute products has a significant influence on grape price but has no obvious influence on supply and demand. However, imports have a significant negative impact on the domestic grape market. Meanwhile, export and processing have no positive influences on the increase of the aggregate demand for grapes. In addition, the increase of grape supply does not necessarily lead to a fall in price. Finally, the characteristics of the grape market and the fruit industry problems are discussed. It is shown that the structural model developed is applicable to fruit supply and demand in China.